Hire Writer What constitutes a product in an industry that deals with coffee retailing being a service industry like a restaurant?
Is it just the coffee? Coffee these days no longer symbolizes just a drink that woke you up in the morning or kept you from sleep before a deadline or an examination. Barista recreates the ambience and experience of the typical Italian neighborhood espresso bars in India.
The interiors are bright, trendy and comfortable. It also provides one and all this sense of security to especially international visitors with a universal drink- coffee because any customer can walk into any cafe in the world would know what to expect.
It is further augmented with a locale where one could play chess, read books, listen to music, enjoy the arts, surf the Net and sip an Espresso Italiano, or Iced Cafe Mocha. This is what creates a brand and aptly differentiates Barista from all the other coffee retailers.
All cafes cater coffee and the like but what you add to that product makes it unique and desirable, i. Finally, the potential product is an amalgamation of the tangible good the coffee along with snacks and the intangible good service that it claims to provide the customer.
In spite of the concept of self service unique to Barista it has opened up training institutes to train its staff and world class service. Being a growing industry coffee retailing primarily differentiates itself with its service in terms of ordering ease, delivery, and the quality of its products, it has to keep itself running by constantly improvising itself on the menus and the flavors that it offers to its customers both regular and potential.
Being a consumer good, it can be classified as being a convenience good that be further classified as both staple good hanging out at Barista may be a routine for many people, young professionals and impulse good for people who happen to pass by the wonderfully attractive and comfortable shop after a day of shopping or hard work.
It has a long list of product mix as indicated in the figure. The product lines are indicated in columns. These individual items keep on changing according to the unique seasonal promotional offers refer to http: With the sudden spurt of growth in number of outlets, came the benefits of economies of scale so now they have been able to gradually lower their prices, and appeal to different segments of their target market.
The prices are constantly changing though, and the last 1-year has seen 3 changes mostly reductions in prices. This gradual price reduction meant that Barista could maintain its profit- maximization policy until it could earn large cost savings because of the benefits of high volume.
The main factors however that affect their pricing are their cost of goods sold most of the coffee is imported and have to incur high import duties.
Other strategies at this stage are additions of new features, increased distribution coverage in the forms of new retail outlets. The interesting thing about pricing that, customers compare the prices of the products that they are aware of, in this case it is the price of coffee, however they are unable to compare the prices of ice tea, sandwiches and desserts that differ from cafe to cafe since they are accessories or are only secondary to coffee.
Therefore Barista prices the secondary items at a much higher price than say CCD without hurting its sales since customer perception is limited to the price of the coffee as is obvious, no one goes into a cafe to eat sandwiches as their primary aim. For example the prices in Meerut are going to be less as compared to Delhi.
Barista sponsors events and festivals which provides them valuable promotion that is directed at strategic markets. It has also tied-up with Worldspace Radio for music in its odd cafes.
Barista has entered into alliances with British Council, Rock Street Journal and Corner Bookstore for book reading sessions, music and film festivals.
Barista also forms strategic alliances in a view to co-market the brands. For example it got into deal with Leo Mattel toys to provide their popular word game Scrabble which helps Leo Mattel to promote its product and Barista customers to spend more time in the cafe.
The logo of Barista is also a combination of brown, combination of the orange and light yellow and white colors. A cup of coffee is embedded in it with which signifies its association with coffee.
The walls are in shades of orange on which are hung photo frames depicting the love for coffee. Barista circulates a private magazine in their cafes. The magazine encourages the customers to write, draw and make anything creative which is then published in the next issues of the magazine.
This helps in advertising and expressing its brand. The menus, posters and pamphlets are very attractive and have a kind of classic and simple look. Barista has adopted a strategy to have its outlets in high-energy areas as it focuses on the age group of years. The locations selected are ones that have a large population of executives, students and families with a high disposable income and who are looking for new vistas in leisure and lifestyle oriented concepts.
For example by having their outlets at malls they know that many of the visitors that come have not come for shopping but to watch a movie or rather hang out and have a sandwich or just a cup of coffee. Barista also follows an institutional segmentation strategy.
Barista positions itself as a brand for anyone who loves good quality coffee. The customers have a strong and clear brand image.
|Coffe Cafe Industry- Barista vs Cafe Coffee Day | Essay Writing Service A+||Email The espresso shot: The purest form of the drink.|
|Coffe Cafe Industry- Barista vs Cafe Coffee Day - Research Paper Example : alphabetnyc.com||Latte art Coffee and milk have been part of European cuisine since the 17th century.|
|How to cite this page||Out of these we chose Barista and Cafe Coffee Day for our study because of their popularity and wide presence in the country.|
|Get help with your homework||
Their customers can easily identify and relate to the Barista brand. This helps increase and maintains brand loyalty.
Moreover they have an excellent human resource base and have received various awards for the services and behavior of their staff.COFFE CAFE INDUSTRY- BARISTA Vs CAFE COFFEE DAY OBJECTIVE The objective of this project has been to understand the marketing mix of Barista and Cafe Coffee Day and compare the two firms in terms of their operations and other aspects.
Watch video · Starbucks Faces Struggle to Take on Italian Coffee Traditions. a barista at Caffè San Silvestro in downtown Rome, has the timing down to the minute. The busiest time, he says, is right. COFFE CAFE INDUSTRY- BARISTA Vs CAFE COFFEE DAY OBJECTIVE The objective of this project has been to understand the marketing mix of Barista and Café Coffee Day and compare the two firms in terms of their operations and other aspects.
We took up organized coffee retailing as we wanted to understand what it takes to sell not only a coffee but a whole experience in a country where coffee is . The History of Italian Espresso: Do You Know Your Coffee History? The History of Italian Espresso: Do You Know Your Coffee History?
Perfect Daily Grind at a much lower bar of pressure than our modern-day 9-bar machines. And its shots, extracted in 45 seconds. Anti Essays offers essay examples to help students with their essay writing. Coffe notes and book notes. Learn More Related Essays Coffe Cafe Industry- Barista vs Cafe Coffee Day COFFE CAFE INDUSTRY- BARISTA Vs CAFE COFFEE DAY Words: — Pages: 2.
COFFE CAFE INDUSTRY- BARISTA Vs CAFE COFFEE DAY OBJECTIVE The objective of this project has been to understand the marketing mix of Barista and Cafe Coffee Day and compare the two firms in terms of their operations and other aspects.
We took up organized coffee retailing as we wanted to understand what it takes to [ ].